DUMILAH, DEWI RETNO (2021) REKOMENDASI DESAIN PRODUK DIGITAL WISATA TAMAN KONSERVASI ALAM SEA WORLD ANCOL MELALUI TRANSFORMASI DIGITAL. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The tourism industry must adapt to the pandemic conditions that have caused a decline in tourist arrivals. As a tourist destination in the classification as a Nature conservation park and as a public aquarium, Sea World Ancol was also affected by Covid-19, which caused a decrease in visitors and income. Therefore, Sea World Ancol must transform to develop its products and services to adapt to the new normal and future habits. By applying the Quality Function Deployment (QFD) method, research was conducted to obtain 25 customer requirements and was developed into the content design. Based on the analysis on Linked QFD level 1 and level 2 on the design function and deployment, three digital products are obtained based on their content, namely digital courses, live streaming, and game applications. The next step for product recommendation is decided based on the decision tree's monetary value to obtain the EMV value. The largest EMV value is obtained in the form of live streaming digital products. The business model that fits the overall product content design is Technology-Enhanced Learning (TEL) or e- learning in E2C (Education to Consumers). Keywords: Digital Tranformation, Tourism Product, Digital Product, Product Design, Voice of Customer. Industri pariwisata harus beradaptasi dengan kondisi pandemi yang menyebabkan menurunnya kunjungan wisatawan. Sea World Ancol sebagai destinasi wisata berbentuk akuarium publik ikut terdampak Covid-19 yang menyebabkan penurunan pengunjung dan pendapatan. Oleh karena itu, Sea World Ancol harus bertransformasi untuk mengembangkan produk dan jasanya sebagai cara untuk beradaptasi dengan kebiasaan normal baru dan di masa depan. Penelitian dilakukan dengan menerapkan metode Quality Function Deployment (QFD) dan memperoleh 25 keinginan pelanggan yang kemudian dikembangkan menjadi desain konten produk digital. Berdasarkan analisis pada Linked QFD level 1 dan level 2 pada design function dan deployment diperoleh tiga bentuk produk digital berdasarkan kontennya yaitu kursus digital, live streaming dan aplikasi game. Rekomendasi produk diputuskan berdasarkan nilai monetary menggunakan Decision tree untuk memperoleh nilai EMV. Nilai EMV terbesar diperoleh pada bentuk produk digital live streaming. Model bisnis yang sesuai dengan keseluruhan desain konten produk adalah Technology-Enhanced Learning (TEL) atau e- learning dengan bentuk E2C (Education to Consumers). Kata kunci : Transformasi Digital, Produk Wisata, Produk Digital, Proses Desain, Keinginan Pelanggan.
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